As a growing number of grandparents discover that the best way to keep up with their grandchildren is to text them, Consumer Cellular is looking to continue its 30 percent annual growth by making smartphones less intimidating and more accessible to the senior set.

Co-founder and CEO John Marick said the Baby Boomers naturally became a niche market as Consumer Cellular sought to identify a target market for low-cost cell phone plans that didn’t require a contract.

Founded in Portland in 1995, the company expanded nationwide, became the exclusive provider of wireless services to AARP members, and began selling its products through big-box retailers such as Sears and Walgreens.

With contact centers in Portland and Redmond, Consumer Cellular employs around 500 people in Oregon. Its revenue grew from $189 million to $263 million last year, and in February Consumer Cellular reached a milestone of 1 million customers.

Smart(phone) service

Many of those customers are interested in using smartphones, leading Consumer Cellular to its next level of service and growth. Marick admits that his target demographic is a few years behind the “power business users” who now rely on smartphones. However, the seniors who use cell phones are increasingly interested in what smartphones have to offer.

“A lot of people may say that seniors don’t use technology and they won’t want smartphones, but that is changing. It’s really been a great experience to see our customers embracing that,” he said.

While plenty of seniors want to use a smartphone, some don’t quite know how to begin.

“Convincing people that just because they call it a smartphone doesn’t mean it’s hard to use is sometimes half the battle,” Marick said. “Our customers are asking for more assistance, so we will focus on complementary products to expand our relationships with our customers and provide that support.”

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